Authentic Brands Group (Authentic), a global brand development, marketing and entertainment platform, today announced a new long-term partnership with Experience Group for Lee® across Europe. The partnership will take effect following the closing of Authentic’s previously announced acquisition of Lee, which is expected to close in the second half of 2026.
“This partnership is an important step in Lee’s international expansion strategy and reflects the strength of our platform model,” said Henry Stupp, President, EMEAI at Authentic. “Experience Group brings deep knowledge of the region, proven operating capabilities and a clear understanding of how to build brands across channels. Together, we see a significant opportunity to grow Lee’s presence across Europe while continuing to deliver the products and experiences consumers know and love.”
Under the agreement, Experience Group will serve as Lee’s operating partner across Europe leveraging its regional expertise, operating infrastructure and product capabilities to support the next phase of growth for the iconic denim brand. The partnership covers men’s and women’s sportswear, activewear and workwear, and is designed to strengthen Lee’s presence across wholesale, retail and e-commerce channels while expanding the brand’s reach in key international markets.
“We are proud to partner with Authentic on the next chapter of Lee’s growth across Europe,” said Nacho Puig, CEO and Co-Founder of Experience Group. “Lee is a brand with global recognition and a strong foundation in denim and lifestyle. We look forward to building on that legacy by bringing Lee’s denim heritage, craftsmanship and product offering to more consumers across the region while creating new opportunities for the brand’s future.”
About Authentic Brands Group
Authentic Brands Group (Authentic) is a leading sports, media, entertainment and lifestyle platform. As the owner of some of the most iconic and beloved intellectual property in the world, Authentic acquires and invests in brands to create long-term value for all of its stakeholders.
A digital-first, asset-rich platform, Authentic sits at the intersection of culture, commerce and technology. It brings brands to life and cultivates fandom through powerful storytelling, premium content and unforgettable live experiences. Together with more than 1,700 best-in-class licensing partners across 150 countries and an expansive distribution network, Authentic’s brands drive more than $36 billion in annual systemwide retail sales worldwide.Authentic’s diversified portfolio spans more than 50 brands and reaches nearly one billion social media followers. Its roster includes Reebok, Champion, Shaquille O’Neal, David Beckham, Kevin Hart, Sports Illustrated, Elvis Presley, Muhammad Ali, Marilyn Monroe, GUESS, Aéropostale, Nautica, Eddie Bauer, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Izod, Van Heusen, Dockers, Ted Baker, Hart Schaffner Marx, Vince, Barneys New York, Judith Leiber, Quiksilver, Spyder, Billabong, Volcom, Roxy, RVCA, DC Shoes, Prince, Sperry and Hunter.
For more information, visit corporate.authentic.com. Follow Authentic on LinkedIn, Instagram and WeChat.
About Lee
Lee® is an iconic American denim and casual apparel brand with more than 135 years of heritage. Known for its authentic fit, craftsmanship and innovation, Lee designs timeless products rooted in utility and style for consumers around the world.
About Experience Group
Founded in 2013, Experience Group is a global strategic platform specializing in premium brands. A leading European player in the sports and fashion industries, the company owns and operates retail and wholesale businesses under license partnerships with international corporations, helping them expand market presence, strengthen customer engagement and drive growth across multiple sales platforms. Headquartered in Madrid, Experience Group operates more than 100 stores across five European countries, supported by a team of more than 1,000 employees, its own logistics platform and a distribution network. For more information, visit ex-gr.com and follow Experience Group on LinkedIn.
